MITX - Massachusetts Innovation & Technology Exchange
Username

Password

December, 2013

Grandparents Gone Wired Encourages Youth to Teach Tech at Grandma's House this Holiday Season


Dailybreak Media and DoSomething.org have collaborated on an interactive campaign designed to encourage youth to share their tech knowledge with older adults and post photographs of their efforts via social media. "Grandparents Gone Wired" is part of a larger educational effort led by DoSomething.org, the country's largest not-for-profit for young people and social change, to educate seniors on using technology to lead more connected lives.

BOSTON - November 25, 2013 - Young people will carve out some quality time with their older relatives during this year's family gatherings by using their gaming and interactive skills to help grandparents find a place at the technology table. Thanks to an interactive campaign created by Dailybreak Media, the native engagement platform designed to drive brand participation and consumer action at scale, youth are encouraged to share their tech knowledge with older adults and post photographs of their efforts via social media.

The "Grandparents Gone Wired" campaign is part of a larger educational effort led by DoSomething.org, the country's largest not-for-profit for young people and social change. The campaign encourages young adults to engage their grandparents (or other senior citizens in their lives) in technology by teaching them how to use the Internet, email, social media and other platforms. The logic behind it is simple: research shows that depression affects more than 6.5 million Americans ages 65 and over, and Internet use can reduce their risk of depression by 34%. By launching this innovative challenge just in time for the holidays, "Grandparents Gone Wired" will help deliver much-needed cheer.

The program is driven by an innovative experience created and deployed by Dailybreak Media. It begins with an interactive "Challenge" - a short, fun, trivia quiz testing the participant's knowledge about various technologies. After completing this first step, participants are invited to extend their engagement by using Instagram to take and submit photos of them teaching grandparents and other senior citizens how to use new technology. The best photos submitted by Challenge participants are eligible to win prizes, including a sizeable scholarship to the college or graduate school of the winner's choice.

"This campaign offers young people a chance to connect with older adults around something they know and can teach, making the holidays special with a fresh new experience," said Chloe Lee, marketing associate for DoSomething.org. "We needed a gamified, interactive platform to engage the target audience of 13- to 25-year-olds, whose lives essentially revolve around technology, the web and online gaming. Dailybreak Media's solution and its impressive subscriber base made it a perfect fit."

The program is being conducted in conjunction with AARP Foundation's "Mentor Up" program, which brings together the younger generation's energy and talents to pursue reverse mentoring and community service opportunities that help people 50 and older.

"The Grandparents Gone Wired campaign is a perfect opportunity to leverage the fun, interactive, and gamified content of the Dailybreak Media platform in order to strengthen relationships between generations and help older adults enjoy the benefits of new technologies," said John Federman, CEO and chairman of Dailybreak Media. "With the holidays upon us, DoSomething.org has created an opportunity to tap into young people's knowledge while giving them a natural way to connect with family and friends."

To participate in the "Grandparents Gone Wired" challenge, visit http://www.dailybreak.com/challenges/dosomething_ggw.

About Dailybreak Media Dailybreak Media is a native engagement platform designed to drive brand participation and consumer action at scale through digital, promotional campaigns. For brand marketers, Dailybreak offers a turnkey, pay-for-engagement solution providing all game/contest creative, legal and a network of more than 25 million consumers. Dailybreak's engaging, highly targeted content is delivered at zero risk for some of the world's leading brands including Procter & Gamble, Dunkin' Donuts, PUMA, Halls and Chevrolet. For more information, visit http://www.dailybreakmedia.com.

About DoSomething.org We love teens. They are creative, active, wired.and frustrated that our world is so messed up. DoSomething.org harnesses that awesome energy and unleashes it on causes teens care about. Almost every week, we launch a new national campaign. The call to action is always something that has a real impact and doesn't require money, an adult, or a car. With a goal of 5 million active members by 2015, DoSomething.org is one of the largest organizations in the US for teens and social change. Join us at www.DoSomething.org.

MITX Facebook MITX Twitter MITX RSS Feed
MITX Blog MITX You Tube MITX LinkedIn
MITX Awards

Regular Page URL -- XML Page URL